How To Create Engaging Video Ads for Cannabis Products Without Violating Guidelines
Video is dominating digital marketing, including the cannabis industry.
Think of the last time you were in a restaurant that had TVs playing. Even if you weren’t all that interested in what was on the screen, you probably caught yourself looking more than once. That’s the power of video. It’s your campaign’s not-so-secret weapon!
But understanding the power of video doesn’t mean you’re exempt from the challenges that the cannabis industry faces regarding it. Unlike other industries, cannabis professionals have to navigate a slew of restrictions that can quickly get overwhelming.
That’s where OTT (over-the-top) and CTV (connected TV) advertising comes in. OTT and CTV ads are delivered through streaming services rather than through traditional cable means, providing the perfect opportunity for cannabis professionals to reach their audiences while remaining compliant. How?
CTV and OTT advertising both allow cannabis brands to place their content alongside mainstream content on streaming platforms. This presents the perfect opportunity to build brand awareness while staying within the legal boundaries at the same time.
The OTT/CTV Opportunity
It’s no secret that traditional advertising channels like radio, direct mail, and cable have long been closed off to cannabis brands. In the case of FCC-regulated radio and TV channels, they typically can’t advertise cannabis brands because cannabis is still illegal on a federal level.
Major social media platforms like Facebook and Instagram come down hard on rules surrounding what you can and can’t advertise, and Google and YouTube keep strict restrictions as well.
That’s why OTT has been a game-changer for our industry, as there is no FCC oversight of streaming channels. These platforms have looser regulations on cannabis advertisers thanks to the targeting capabilities.
That works out for us, because streaming is where your audiences are. In 2025, 238 million people watched CTV in the United States, and, according to a recent survey of streaming users, 73% said they prefer watching free, ad-supported services. That’s a little more than two-thirds of the entire population of the U.S. watching ads on streaming!
The Art Of Completing Ads
Crucially, for advertisers, CTV ads have an average completion rate of 98%. That means if an audience member is watching a show on a streaming service, they’re watching the entire ad that plays before or during their content.
“Cannabis brands can achieve amazing success when using OTT advertising because people are actively choosing to watch these platforms,” says Heather Riley, Cannabis Digital Solutions’ Director of Operations. “Unlike regular TV, where people might channel surf during commercials, OTT users are more engaged and receptive to brand messages.”
Using Targeting To Your Advantage
What’s especially great about OTT advertising is how precise its targeting capabilities are. It allows businesses to segment their audience on a granular level based on demographics, context, and location, ensuring ads reach people of age in areas where cannabis is legal.
Navigating Cannabis Compliance Of OTT/CTV Ads
Regulations vary from state to state, and they’re all important to understand.
Age-Gating
The number-one thing you need to understand about your cannabis OTT ads is age-gating requirements.
Cannabis regulations place heavy emphasis on protecting minors, which means that your ads should only reach those who are 21 and older, using audience verification. Most states require a minimum percentage of your audience to be verified they are over 21. For example, cannabis ads can be shown in California if 71.6% of the audience is reasonably expected to be over 21. It’s important to understand where your state sits within these requirements before you dive deep into your campaign.
What You Can and Can’t Show
Compliance goes beyond age restrictions. It also extends into what you can and can’t show in your cannabis ads.
Your ads should not appeal to minors in any way, meaning they shouldn’t include cartoons, mascots, or pop culture references that might attract the attention of kids. Instead, focus on sophisticated, adult-centric messaging rather than flashy content that appeals to children whose eyes are caught by something “bright and shiny.”
Geofencing and Geo-targeting
Your ads should be confined to areas where cannabis consumption is legal. OTT platforms are perfect for this type of targeting because they allow you to geofence your campaign to certain zip codes and regions where you know cannabis is legal, so that you’re not accidentally advertising in a location that could get you in trouble.
Avoiding Health Claims
Another compliance measure to consider is avoiding unverified health claims. Cannabis ads can’t make any therapeutic claims unless they are supported by scientific evidence, and you shouldn’t make claims that products are “safe” even if they’re state-regulated.
“Compliance definitely can’t be an afterthought in cannabis marketing,” Riley says. “We tell our clients to incorporate compliance into their strategy from day one. When you design your video ads with regulations in mind, you’re not limiting your creativity; you’re challenging it in ways that perform better with your audience.”
To avoid straying into medical territory, focus on brand storytelling, lifestyle content, and product education.
Creative Strategies That Work Within Guidelines
Just because you have to stay within regulatory guidelines doesn’t mean your content has to be boring.
Lifestyle Content
The most successful cannabis content tells stories that include a brand’s products —and they are far from boring. Lifestyle content finds a way to show cannabis as part of a broader, aspirational-type lifestyle, all without ever showing someone actually consuming it.
To ensure your lifestyle content hits the right notes, target your specific consumer personas and tailor the content to fit their unique likes, wants, and needs.
For example, in a region where people in their 20s and 30s call home, you might feature someone unwinding after a long hike, enjoying a creative hobby, or hosting a get-together with your cannabis products as subtle parts of their routine. This targets the right age range without including any imagery that might appeal to children.
Product Education
The cannabis industry is still new. Even though cannabis professionals are experts in what we do, many people have a lot of questions. Using product education in your video ads is a great way to reach those people while remaining compliant.
Tell your customers what makes your product unique, how you test their quality, the story behind your strains, and more. This will not only educate your audience but also instill a sense of trust in them for you and your brand.
Video Length
OTT videos should be short and impactful, and most people believe that videos between 30 seconds and 2 minutes long are the most effective. Shorter ads are perfect for OTT platforms, with 15-second and 30-second videos getting the most reach.
“The best cannabis video ads keep their stories short,” Riley says. “Tap into what your audience aspires to be and how they want to feel, and create that emotional connection. That will drive brand recall and purchases.”
The Bright Future of Cannabis Video Advertising
Creating engaging video ads for your cannabis products shouldn’t feel like tiptoeing through a minefield. The key is to understand the compliance requirements up front, before you start, so that you can operate creatively within them.
By focusing on OTT platforms, you have access to compliant channels where you can reach audiences that are engaged and of legal age.
“Cannabis marketing is only going to keep getting more and more sophisticated,” Riley says. “Brands that master OTT/CTV now will have an advantage as the industry grows and more channels start to open up to our ads.”
Cannabis brands that invest in OTT will find themselves positioned for long-term growth. Start with compliance, move creatively, and you’re likely to see results!
If you need help getting started, one of our experts can help. Reach out to Cannabis Digital Solutions for more information!
